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PROCTER & GAMBLE

FUMBLE FRENZY
AT THE SUPER BOWL

SPONSORSHIP ACTIVATION

// CHALLENGE

Create an exciting, multi-brand activation for Procter & Gamble at the NFL Experience during Super Bowl week to generate awareness, inspire consumer engagement, and distribute product samples.

// SOLUTION

Allied Experiential designed and produced “Fumble Frenzy,” a six-person game that rewarded players who recovered the most footballs. The set also included a custom, shoppable P&G product display wall and sampling station and the Pampers Airstream which featured upscale changing/nursing rooms.

// EXECUTION

Each “Fumble Frenzy” player stepped up to a lever operating a giant helmet branded with one P&G brand including Gillette, Head & Shoulders, Olay, Old Spice, Pampers and Tide.  Throughout the six days of the promotion, players competed to recover the most footballs in one-minute rounds.  Prizes included Amazon gift cards and the chance to win a pair of tickets to Super Bowl LIV.  Professional sports announcers and a roaming emcee introduced each player and called each game. Brand Ambassadors and Cheerleaders managed the crowds, totalling almost 100,000 people, and pumped up the players.  In a custom-built sample hub, guests were able to scan QR codes to receive a sample bag filled with Olay, Tide, Gillette, and Pampers products to take home.  

// RESULTS

More than 75,582 fans attended the event.  Approximately 4,000 people played “Fumble Frenzy” and 40,000 sample bags were distributed. 

Fumble frenzy event production at the super bowl by allied experiential
experiential marketing for the fumble frenzy superbowl event
sponsored celebrity appearance at fumble frenzy superbowl experiential marketing event
consumer brand experience at the fumble frenzy super bowl event
judges cheering at fumble frenzy experiential marketing event
pampers brand experience at allied experiential superbowl event
pampers customer graphics at fumble frenzy experiential marketing event
cheerleaders posing at the fumble frenzy super bowl brand experience
interactive superbowl game at the fumble frenzy event production
procter and gamble line at the superbowl fumble frenzy brand experience
cheering fans at the fumble frenzy experiential marketing event
tide brand experience at the fumble frenzy experiential marketing event
consumer photo op with procter and gamble event production materials
interactive customer experience at the fumble frenzy brand experience
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